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Companies often avoid actively involving their customers in the development process. That reflects the fact that customer orientation is only looked at closely when information is needed, and that approach leads to high failure rates. Furthermore, ongoing customer integration is also not supported adequately since almost no consideration of customer wants and needs is made and technological opportunities are seldom used. However, more and more companies realise that integrating customers from the very beginning of the development process generates great customer-company value through co-creation. To obtain customer insights, mobile diary studies may be applied since user experiences in an everyday life setting can be examined with mobile diary tools. Also, mobile diary studies give insights into user behaviour over a longer period to clarify changes over time. This information represents valuable knowledge for the decision-making process of companies and the planning of future actions. The objective of this work is therefore to examine and evaluate the research process of a mobile diary study to gain greater understanding of a customer perception.

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Daniela Gruber, MA: Studied International Marketing at the University of Applied Sciences in Graz, Austria.Where she is currently working in the Marketing Department of an innovative software company specialising in real-time analytics and article transparency for the fashion industry.

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